Ethics & Corporate Social Responsibility - Innocent & Ineos Case Study

Ethics & Corporate Social Responsibility

Innocent Case

Question 1: Why and how did Innocent become successful by 2007?

Innocent as one firm that its founders wanted to exemplify their entrepreneurial ideals; was successful because of the following:

1. Founders’ different knowledge (marketing, commercial , operations) completes each other
2. Accurate market survey & having a healthy & good product
3. Brilliant co-managing arrangement & most effective management team
4. Emphasize the company’s spirit of social responsibility and sustainability & more vocal & address the sustainability issues publicly by hiring a full-time sustainability manager
5. Detailed strategies on sustainability including procurement, packaging &  emissions by purchasing bananas from Rainforest Alliance certifies suppliers, using bottles made from 100% recycled plastic, converting the vehicle fleet to meet low engine emissions target, supplying electricity to main office from the start with green energy (wind-powered)
6. Developing a formal set of company values including be natural, be entrepreneurial, be commercial, be generous and be responsible. These values used in the initial assessment of job applications also in company decision-making and in staff appraisals
7. Effective & skillful marketing including fun messages on the labels, distribution of free samples in locations where large numbers of potential customers congregated, putting woolen hats on the bottles in winter which became cause-related marketing campaign. The vibrant campaigns generated positive internal team-building and increased intersection and engagement of consumers.
8. Pay 10% of company profit to Charity & establishing a charity organization
9. Hiring really good people who work hard but have fun doing their job & are friendly
10. Workplace practices including the following; which reflect company’s commitment to sustainability & responsibility:

• Range of benefits e.g. generous profit-sharing scheme
• Conscious effort on training & strong culture around learning & personal development
• Competitive compensation packages e.g. gift vouchers for employees to work up for renewable energy in their own homes and annual scholarship for an employee to work with an NGO partner

            INEOS Case

Question 1: What is sustainability? What does this mean for the PVC industry? What progress has Hydro Polymers made on its journey to sustainability?

Sustainability is to create and maintain the conditions under which humans and nature can exist in productive harmony to support present and future generations.